Ideas that blend creativity and technology

The Great Monteith's MeatPack Hunt

An augmented-reality urban hunting game

The Story

When the folks at Monteith's wanted to have a little fun promoting the
company's beers and ciders, they decided to focus on pairings. Set on the
alcohol, the company needed to find a way to get the meat into potential
customers' hands. That led them to consider the Kiwis' love of hunting. Since
carrying a loaded rifle through the streets is frowned upon, the company
created The Great Monteith's MeatPack Hunt app, an augmented-reality urban
hunting game. Users can shoot virtual animals and request specific cuts of
meat, which can then be delivered directly to their front door. How about a
nice golden lager with your roasted duck?

This augmented-reality app for Android and iPhone lets users hunt in their
own backyards—anywhere, really. The app uses the phone’s orientation for
realistic targeting. Using several different sensors available on today’s
smartphones, we developed a custom algorithm that recognizes the device's
rate of rotation. It selectively applies magnetic bearing and anti-noise
filters to blend and clean the raw sensor data into a usable format.